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Data Mining: Market Segmentation

  • by Handson
  • Course level: Intermediate

Description

Knowing our customers is essential to achieve our overall goal. This knowledge must be deep, not only of their qualities and characteristics, but also of their behavior patterns as a consumer, this is necessary information to achieve customer loyalty. A clear example is how social media ads work. Segmentation groups customers according to their behavior as a consumer. Behavioral segments are groups of customers that behave similarly in relation to the business. These groups of customers with similar buying habits are commonly called customer segments. Customer segmentation requires as much information as possible from them. That is, transactional data generated when acquiring goods or services, demand potential, market evolution and trends, among others.By having databases, data segmentation and analysis can be done using data mining techniques that allow you to discover customer knowledge. Market segmentation using the K-Means algorithm allows you to segment the market and create data sets, by grouping customers to interpret relevant consumer information. Through the basic use of artificial intelligence, in this course you will learn the theoretical foundations of Big Data and the technique of data mining or data mining, related to market segmentation. You will be able to perform data pre-processing, data selection and data processing to obtain keywords that allow you to convert the customer’s purchase decision and find relevant data to implement predictive measures and generate decision trees. In addition, through specialized RapidMiner software, you will apply the concepts in the creation of a data mining model, which will allow you to be a member of the current business intelligence and have a competitive advantage through the data mining process.

What Will I Learn?

  • You will understand the concepts related to big data and data mining.
  • You will understand the concepts of the K-means customer segmentation technique.
  • You will apply the RapidMiner software to generate data mining models.
  • You will apply a market segmentation model in your data analysis.

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